Streetwear rebel

"Do things we love. If we don't love or like it, don't do it." These are the words of Sivakorn "Nut" Muttamara, owner of Kinky and MS Invader. He says it defines himself and his business.

"Most people leave their true self behind when they go to university and then chose to do things society or most others do. They finally find what they really want when they grow up when they have to live for things they have never loved," says Nut.

Nut chooses to do things from the heart.

"It's my true self. And I never leave it, whatever others say: I'm different; I'm like a black sheep.

"I'm happy with the things I do. Even if it takes time, I still reach targets and success in things I love," says Nut.

Nut is of the skateboard, Joey Boy and Khan Thaitanium hip-hop generation. His lifestyle is different from that of his peers, though.

Since his youth, he has never been into the things others were - no football or basketball, no pop or rock music. He was called a black sheep and unorthodox by his friends, but he insisted he did the things he loved, not follow the trend. He never abandoned them.

Now he has created his own brand of streetwear.

Skateboarding is a part of his life. As a Vajiravudh Collage student, his friends played football and rugby. He watched skateboarding videos.

He gradually absorbed the American culture, not only sport and music, but dress style.

In 1999 he created a brand, Kinky. It is streetwear; oversized T- shirts, sneakers and baggy jeans.

The first three months saw few sales. It is a niche market he's selling into, and his style was not that of young Thais.

But his clothes started to catch the eye. He was invited to open a booth at Isetan, and sales increased from 30 garments a month to 30 a day.

People clicked on the foreign style. The brand started to become popular among young Thais.

His clothes have been promoted in television programmes. All this happened as streetwear brand names started to proliferate.

But when brands become popular, they are copied.

He says he once walked down Khao San Road and saw his T-shirts on sale - copies. The vendor said to him: "That one's an original. I stole it from the store."

When Kinky reached its peak in 2003, he started MS Invader.

To this day he still designs all the clothes and controls production.

"Because the brand is my style, I know what the design or colour should be. I always pay attention to detail," says the 33-year-old rebel.

Now, almost eight years later, his two brands are top of the streetwear charts, and Nat still enjoys the business. He has fun creating new ad campaigns for his brands.

"Sometimes, even though we are doing business, we don't need to focus on business or making profits, just enjoy thinking and having fun," he says.

He likes to produce limited collections, and it's a strategy many customers like because the gear is unique.

Now he is selling overseas. He and a friend made 80 limited editions of T-shirts, jean jackets and jeans to sell in America and Thailand.

His mai rak mai tham, or no love no do, project is about things that he is. Close friends have joined the campaign, including Khan Thaitanium and DJ Ben, the Malaysian-based DJ and producer. The campaign will launch in February.

"Now I'm happy. I live for things I love," says Nut.

Story by Suwicha Chanitnun

Photo by Tatchadon Panyaphanitkul

The Nation